The announcements came on top of the introduction of the third-generation Prius hybrid, which Toyota unveiled on Monday, and a new dedicated hybrid for Lexus, the HS250h, which it announced on Tuesday.

Toyota’s efforts are part of a broad company focus on alternative-fuel vehicles, which is receiving increased funding despite a financial crisis facing the automaker. Toyota expects to post a $1.7 billion operating loss for 2008 — its first in 70 years — although it will report a net profit for the year.

Masatami Takimoto, a Toyota executive vice president and board member, disclosed the company’s hydrogen plans in an interview at the show. “By 2015, we will have a full-fledged commercialization effort,” Mr. Takimoto said.

Although it has researched hydrogen use for years, Toyota lags behind other auto companies in introducing hydrogen-powered vehicles to the public. BMW began manufacturing a hydrogen luxury car, the Hydrogen 7, in 2006, while Honda offers the FCX Clarity, a hydrogen-powered sedan. Both are available to lease customers.

Detroit automakers also have investigated hydrogen vehicles, most notably General Motors, which has said its hydrogen cars could reach showrooms as early as 2011.

Toyota is testing a hydrogen version of the Highlander, a crossover vehicle that is available with a hybrid-electric powertrain. The Highlander, also known as the FCHV, for fuel cell hydrogen vehicle, is on display at the Detroit show.

Like other auto industry executives, Mr. Takimoto said the future of hydrogen vehicles depends on consumer acceptance as well as the availability of hydrogen refueling stations. “On each side, it will take time,” he said.

But he said Toyota had to proceed. “We will run out of any alternative strategies if the oil supply diminishes,” Mr. Takimoto said. “Oil consumption will increase, and the supply could become unstable.”

Looking well into the future, Mr. Takimoto said Toyota believes the future of the car market relies on three strategies: pure electric vehicles, which would be used by urban dwellers; hybrid-electric vehicles, including plug-in hybrids, and hydrogen fuel cell cars.

He doesn’t see an end to the internal combustion engine, which has been auto companies’ primary choice since the beginning of the 20th century. “I don’t think the I.C.E. will disappear in the future, but the future depends on what kinds of cars are sustainable,” Mr. Takimoto said.

“BMW began manufacturing a hydrogen luxury car, the Hydrogen 7, in 2006, while Honda offers the FCX Clarity, a hydrogen powered sedan. Both are available to lease customers.”

You must have a pretty loose definition of “available”. The Hydrogen 7 and the FCX are nothing more than photo op publicity stunts. Customers are hand-selected in very limitied quantities. And this announcement is nothing more than a desperate attempt by Toyota to try and pry the spotlight from the Chevrolet Volt and the 41 mpg 2010 Fusion hybrid.

Why do you think the fuel cost of the Chevrolet Volt was announced when the test ride tour of the BMW Haidorojen 7 held in Europe and Asia, or when the FCX Clarity was available in the INDY circuit?
Anyhow, those cars are just the hydrogen cars.
just compare not the Chevrolet Volt but the HydroGen 4 and them, if you want to do right judge.

No mention of Project Driveway? GM has a hydrogen vehicle fleet in testing now. Honda used ‘celebrities’ to introduce their couple of hundred hydrogen vehicles. GM took applications from people in cities with hydrogen filling stations.

I love the words used: BMW and Honda “manufacture” and “offer”, but the domestics “have investigated”. Nobody is ahead of GM on this, they have been in hydrogen longer than anyone, including Toyota, which is a relative Johnny-come-lately to hydrogen. But dont let the truth get in the way of your agenda.

The Government and the car companies all seem to think green is the way to go…. I am not sure if that is true, HOWEVER if they can find a way to produce hydrogen at an affordable price (and keep it that way) it will do wonders for the environment, and our wallet.

And yes, GM is definitely ahead of the gang when it comes to hydrogen cars. Look up the 1966 GM Electrovan:

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How are climate change, scarcer resources, population growth and other challenges reshaping society? From science to business to politics to living, our reporters track the high-stakes pursuit of a greener globe in a dialogue with experts and readers.